Introducing Annie Melnic: A Strategic Analytics and Insights Leader Annie Melnic is an accomplished analytics and insights leader, renowned for her expertise in driving transformative change within organizations. With a focus on developing Voice of Customer (VOC) programs, she has a proven track record of establishing innovative analytics practices and spearheading the transition from product-centric to customer-centric strategies. As a seasoned product owner, Annie brings a wealth of experience in leveraging data-driven insights to inform strategic decision-making and optimize business outcomes. Her visionary approach to analytics empowers teams to uncover actionable intelligence, driving meaningful improvements in customer satisfaction, engagement, and loyalty. With a passion for driving business transformation, Annie excels in bridging the gap between data and strategy, ensuring alignment with organizational objectives and delivering tangible results. Her collaborative leadership style, combined with her dedication to continuous improvement, makes her a valuable asset in any analytics-driven initiative. Annie Melnic: A visionary leader at the forefront of analytics innovation, empowering organizations to unlock the full potential of their data and drive sustainable growth.

1. UNLOCKING
CUSTOMER VALUE
A retrospective of
Annie Melnic’s analytics portfolio
April 2024

2. ▪ Analytics x Creativity x ROI
▪ Futureproofing, or my quest for optimum
and infinite scalability
▪ Award winning success stories
…and a VISION of the Future
EXPECT

3. CONSTANT VECTORS
DEVELOPMENT & EVOLUTION

4. Tenure Insight Solution
Affiliate Manager, EveryMatrix
(Gaming, data aggregator)
Collaborating with early adopters
unlocks value, scale, speed, novelty
Developed product, engaged prospects.
Real-time, easy to tweak & enrich. Partners
built bigger services, accelerated revenue
growth from both content and referrals
Social Media Manager, Betfair
(Gaming, exchange)
International distributors and
translations opens new markets
Local adaptation helped expand the
product relevance and appeal. Serve new
customers. Incremental business growth,
driving to a market leading position
Social Media Planner, City Index
(Financial Services, online trading)
Education can be a powerful
differentiator
Online resource for learning, How-To:
evergreen, reusable in other seasons; TV
format for Social. Unique, interactive,
emotional, personal
Chief Digital Officer, Homestrings
(Financial Services, investments)
Playful game-like experience
accelerates onboarding
Guided users along optimal journey,
rewarding participation, engagement.
Compelling exciting UX
SeniorMarketingManager, Paysafe
(Financial Services, online payments)
Cultural affinities & familiarity drives
customer behaviour and preferences
Fixed slot was adapted to country, local TV
schedule; not just one offer but for pre-
launch, live event, cross-sell. Cater to
complementary needs and interests

5. PRODUCT
DEVELOPMENT
Award winning, innovative,
consumer-centric solutions
MARKET
EXPANSION
Delivered 5x growth, established
market leadership
FROM REACH TO
CONVERSION
Closing loops in disjointed
consumer journeys
ADAPTING TO
LOCAL
Adapt by country and market,
reflect local context & timelines
COMMUNITY
BUILDING
Migrate learnings across
categories and activities
CAPTURE NEW
CHANNELS
Novel ways to reach users;
unique value-proposition
FULFILL NEED
FOR GROWTH
Educate: feed customers
ambition to learn & develop
DOPAMINE
FUELLED
ENGAGEMENT
Events, gamification, incentives,
rewards: nudge economics

6. RESULTS
CONFIG
Metric 1
Metric 2
Metric 3
Metric 1
Metric 2
Metric 3
DESCRIPTION
PRICES
REST API
RECOMMENDATIONS
BASED ON KPI
BENCHMARKING
EACH FEED IS
CUSTOMISED FOR
EVERY PARTNER
TRACK CONTENT
PERFORMANCE
PRODUCT
DEVELOPMENT

7. 7
▪ Observe and identify success factors
through user DBs, market research,
and benchmarking
▪ Verify market coverage
▪ Bridge gap, seize opportunity!
▪ Harnessing mobile analytics and .com
performance estimate performance
fulfils its potential
▪ Find and fix the broken link
▪ A/B test to further grow conversion
▪ Used Media Campaign reporting,
market insights and local research to
identify consumer preferences
▪ Tested several formats to find the best
combination of components
ADAPTING
TO LOCAL

8. EXAMPLES
▪ Onsite experience supported by
digital and display campaigns, own
retail and partners
▪ Local payment integration
▪ Diversity of languages & markets
▪ [Not all country domains listed]
▪ 2nd example only shows 9 of 17
previously supported versions

9. FULFILL
NEED TO GROW
ASPIRATIONS
Fuel dreams, serving personal
development goals creates strong
emotional bonds, becoming USP & key
differentiator
FAMILIARITY
Surface underserved needs from learnings
collected on internal community through
surveys, panels, interviews, LTV studies
GAMIFICATION
Guide, reward and incentivize both to
entertain and to engage consumers,
hence ensuring stickiness through
complex journey & steep learning curve

11. ▪ For Homestrings I created an
integrated investment experience
focusing on learning and a
curated journey
▪ Digital community mechanisms
were complemented by exclusive
events such as conferences and
exclusive intros to project
developers

12. INSIGHTS
▪ Different motivation for using the product
▪ [Hyper] local club sponsorship with global appeal
▪ Little known club with loyal tribal hereditary following
▪ Disruptive, novel, unique way of harnessing partnership
▪ Leverage club, management and player endorsements
▪ Using the product was the easiest way to explain it
▪ Easiest yet most rewarding and engaging: access exclusive experiences
▪ DDOS: show vulnerability, build emotional bond, get users support

13. SOURCE: https://web.archive.org/web/20150317151915/http://www.brandwatch.com/2015/03/insights-which-football-sponsors-are-getting-the-best-roi/
WHICH 2015 FOOTBALL SPONSORSHIP HAD BEST ROI?
NETELLER, FOR WHOSE STRATEGY I DESIGNED

14. RECENT WORK

15. EXCERPT FROM 5-year BRAND STRATEGY KICK OFF TRANSCRIPT
WHERE 3 INSIGHTS I COINED WERE USED

16. Global Brand SBP
Outdoor SBP
DesignDirectionandProductStrategy
DTC and Go-to-market Strategy
Authenticity HERO
CONSUMER INSIGHT TOUCHPOINTS
Level of impact for CX driving forces
CX
Global strategy
Local execution

17. INNOVATION & FORESIGHT
▪ 10 year+ expectation signals
BRAND & CATEGORY CAMPAIGNS
▪ New performance KPIs
▪ Qualitative augmentation
▪ Audience emotions
▪ Psychographic personalization
PRODUCT & APP LAUNCHES
▪ Compare & benchmark
▪ Provide health checks & forecast
▪ Validate demand, concepts,
features, pricing & market sizing
COMMUNITIES
▪ adiClub Loyalty Program
▪ Urban Football
▪ Adidas Runners Club
▪ Outdoor Insiders
INSIGHTS
APPLICATION

18. DEMOCRATIZED ACCESS TO INSIGHTS
How easy is ot to find the right insight for your Use Case?
18

19. WHAT I BRING

20. METHODOLOGY
Research techniques serving consumer centricity

21. 21
SOCIAL LISTENING
REVIEWS
MULTILINGUAL
UNDERSTANDING
LARGE SCALE IMAGE
PROCESSING
VIDEO AUDIENCE
EMOTION DETECTION
NPS & cSAT DRIVERS
ANALYTICS
TOOLSET

23. LISTEN AND
ANALYZE INSIGHTS AND
RECOMMENDATIONS
.COM EXPERIENCE
APP REVIEWS
NPS COMMENTS
PRODUCT FEEDBACK
SOCIAL MEDIA
INTERVIEWS
SURVEYS
EXPERT OPINIONS
IMPLEMENT
AND ITERATE
DISCOVERY
SEARCH
RECOMMENDATIONS
REVIEWS
FAVORITES
CHECK-OUT
ORDER TRACKING
REFINE AND
EVOLVE
USP
NOVEL FEATURES
INNOVATION
HYPERLOCAL TESTS
EXCLUSIVES
TOPIC TRACKING
DASHBOARDS
SCORE RATINGS
SENTIMENT
MAU/DAU
CONSUMER FIRST
TUNING INTO VOC TO DELIVER NEW PRODUCTS & EXPERIENCES
3
2
1
4

24. NPS
CHATS
REVIEWS
COMMENTS
…AND MORE
PROCESSING:
▪ LLM OR SAAS TEXT MINING
▪ TOPIC TREEMAPS, CLUSTERS,
CORRELATION
▪ SENTIMENT SCORES
▪ EMOTION ANALYSIS,
LONGITUDINAL TRACKING
▪ USER QUOTES & CALLBACKS
▪ X-SOURCE DATA MASH-UPS
SYNTHESIS:
▪ NEW USER STORIES
▪ PRIORITY VALIDATION
▪ INSIGHTS & RECOMMENDATIONS

25. April 2024
MY APPROACH

26. • On-demand analytics toolkit
Recommendations become:
•Accessible
•Dynamic
•Adaptable
VISION
Insights
Innovation Engine &
Change Catalyst
Marketing Sales Product
• Comms calendar
Touchpoints:
•Consistent
•Relevant
•Anticipative
• Advocacy
KPIs:
•L2O Ratio
•Cross selling
•CLV Growth
• Product & Programs
Synergistic:
•Demand driven
•Transformative
•Co-invention

27. WHO
Sources
WHAT?
Purpose
HOW?
Process
MISSION

28. SOURCES AND METRICS
• Surveys
Audiences:
•Providers
•Administrators
•Patients
• Customersupportcenters
Leverage:
•Inquiries
•Complaints
•Suggestions
• Usergroups,advisoryboards
Mechanisms:
•Solicit feedback
•Testutility
•Gatherinput
• OnlinePlatforms
Solutions:
•Connect
•Shareroadmaps
•Answerquestions
C-Sat
NPS CX
quotient
Customer
effort
score
SLAs Advocacy

29. PURPOSE
Reach Engage Activate Nurture Retain
Regain
Upsell
DYNAMIC CUSTOMER INSIGHT

30. PROCESS
• Existingdata
•Actionable insights!
• Closefeedback loops
•Predictiveanalytics
•Recommendations,suggestions
•Validateaccuracy&utility
• Personalized content
•Byspecialty
•Bysupplysystem
•Bydecisionpipeline
• Integrations
•CRM
•Commsplanners
•R&DRoadmap
• Segmentation
•Byspend
•Values&aspirations
•Purchasebehaviours
• Live&real-time
•Offerdocumentation
•Suggestevents,webinars
•Recommendtrainings
•Connectwithexperts
•Programs&certifications

31. Deliver
-Recommendations
-Decisionconfidence
-Dynamiccustomerinsight
Define
-Usecases
-Customers&clients
-Personasbasedon
roles,decisions,needs
Transform
-Objectives
-Templates
-Processes
-Culture
Engage
-Participants
-Colleagues
-Leadership
Measure
-Indices
-ProgressonKPIs
CXC
Learn

32. NOW LET’S START THE
JOURNEY TOGETHER
ANY QUESTIONS?